Case Studied: Vol 64. Top 5 Super Bowl Ads of 2025

The Super Bowl isn’t just a game, it’s the ultimate stage for brand storytelling, where massive ad spends meet unmatched exposure. In this high stakes arena, companies invest millions to capture the nation's attention and showcase their most innovative marketing talents.

This week we dive into the standout Super Bowl ads of 2025, revealing how these campaigns pushed creative boundaries, set new industry benchmarks, and proved that when it comes to marketing, the Super Bowl is where legends are made.

The Brief:

From Dunkin’s hilarious callback to its beloved DunKings campaign featuring Ben Affleck, to Stella Artois’ unexpected pairing of David Beckham and Matt Damon, each ad brought something unique to the table. Hellmann’s cleverly reimagined a classic romcom moment, while Google delivered an emotionally powerful story that turned AI into a deeply human experience.

And of course, Bud Light’s genius blend of comedy, featuring Shane Gillis and Post Malone as suburban dads, had audiences laughing long after the game ended. These brands didn’t just entertain—they sparked conversations, dominated social media, and reinforced brand loyalty in a crowded ad space.

1: Dunkin’s DunKings Are Back!

Dunkin' delivered a standout performance by blending cultural nostalgia with celebrity storytelling. Featuring Ben Affleck alongside his brother Case Affleck and Jeremy Strong, the campaign tapped into familiar family dynamics and everyday authenticity to reinforce Dunkin’s status as an iconic, accessible brand. They also brought in rival competitor coffee chains in the mix in the shape and form of the Barista Buds.

By leveraging humour and heartfelt moments, the ad not only resonated during the Super Bowl but also drove significant post-game engagement across social media and digital channels. It was trending in the top 10 on Youtube days after the Super Bowl ended and Affleck was trending on X as well. This showed that the fanbase that the DunKings created in previous years has not only stayed but grown over time.

2. Stella Artois Re-Unites Two Brothers

It felt like the Boston Boys Super Bowl, as a surprised David Beckham realized that Matt Damon was his long lost brother! Stella Artois crafted an ad that exudes humor and global appeal by partnering with internationally recognized figures like David Beckham and Matt Damon.

The campaign combined subtle storytelling with a touch of wit, creating an aspirational narrative that elevated the brand from a beverage to a symbol of refined taste. The ad campaign was structured around David Beckham and used intercontextuality to remind the audience that Bekham is still a superstar. Paired with Matt Damon and his gravitas, the ad was able to combine the two celebrity worlds and make a real moment out of it.

3. Hellman’s Recreates Iconic Movie Scene

Hellmann’s took a creative risk by reimagining a classic cinematic moment with a modern twist. Drawing inspiration from the iconic "When Harry Met Sally" diner scene, the ad featured Meg Ryan, Billy Crystal, and a surprise cameo from Sydney Sweeney, blending nostalgia with unexpected humour.

This innovative approach captivated viewers, sparked lively social media conversations, and demonstrated that breaking conventional molds can create highly memorable campaigns that drive engagement and reinforce brand identity. The ad introduced a new generation to a classic 1980s romcom pushing the movies streaming numbers in the days after the Super Bowl.

4. Google’s AI Ad Will Make You Cry

Google’s 2025 Super Bowl spot was a masterclass in innovative storytelling, seamlessly blending high-tech visuals with relatable human moments. Google created an ad that relentlessly tugs on your heart strings. The campaign showcased how Google’s advanced AI and search technologies can transform everyday challenges into effortless discoveries, creating a compelling narrative that connected emotionally with viewers.

They took AI which the general public has a weary suspicion about, and turned it into a real human moment displaying the passage of time and the importance of family. Google elevated its brand image as both a technological innovator and a catalyst for human progress. The Google Ad definitely struck a chord with viewers because as it stands, it currently has over 27M views on YouTube.

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5. Bud Light Throws A Block Party

Bud Light’s 2025 Super Bowl ad two of the funniest people in the business in Shane Gillis and effortlessly charming Post Malone and morphed them into suburban dads. With vibrant visuals and a memorable, tongue-in-cheek storyline, the ad resonated strongly with younger audiences because of the two celebrities involved. This was a strategic move by Bud Light to ensure that they reach new demographics with this ad.

This multifaceted approach turned the campaign into a viral sensation, generating extensive buzz and social media traction while reaffirming Bud Light's position as a trailblazer in the competitive beverage industry. The public reaction was also positive. This was one of the ads that featured in dozens of “Top ads of the Super Bowl list” including ours.

Key Takeaways:

1. Emotional and Cultural Relevance: 

Brands like Google and Hellmann’s tapped into nostalgia and deep emotional connections to make their ads more memorable. Google humanized AI by telling a heartfelt story about time and family, while Hellmann’s reintroduced a beloved romcom scene to a new generation, sparking both sentimentality and conversation.

Marketers can learn that emotional & cultural relevance drive impact. Ads that evoke strong emotions—whether nostalgia (Hellmann’s), humour (Dunkin’), or heartfelt storytelling (Google)—create lasting connections. Marketers should tap into cultural moments and personal experiences to make their campaigns resonate.

2. Smart Use of Celebrity Power: 

Dunkin’, Stella Artois, and Bud Light all leveraged A-list talent in ways that felt organic and engaging. Dunkin’ continued its successful partnership with Ben Affleck, Stella Artois created an unexpected comedic duo with David Beckham and Matt Damon, and Bud Light played to Shane Gillis and Post Malone’s strengths, making their humor feel effortless.

Marketers can learn that celebrities work best when used strategically. Star power alone isn’t enough; their presence must feel authentic. Dunkin’s DunKings storyline felt natural, while Stella Artois paired Beckham and Damon in a way that reinforced its brand identity. Choose talent that enhances your message, not just your visibility.

3. Cross-Platform Engagement & Virality:

These campaigns weren’t just built for TV; they were designed to dominate digital and social media long after the game ended. Dunkin’s ad trended on YouTube and X, Google’s emotional storytelling racked up millions of views online, and Bud Light’s comedic approach landed on multiple “Top Super Bowl Ads” lists, keeping the conversation going well beyond game day.

Marketers can learn to design for virality and multi-platform engagement. The best Super Bowl ads don’t just air, they trend. Dunkin’ dominated X, Google’s story thrived on YouTube, and Bud Light’s humor sparked online conversations on the blogosphere. Marketers should craft campaigns with shareability in mind, optimizing for social and digital longevity.

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